Rebranding an environmental software service for greater impact
Visual Design. 5 month long project (Jan-May 2021)
QUICK SUMMARY
TerraFirma Software is a comprehensive platform that provides environmental data to individuals and organizations alike. With TerraFirma, you can gain insights into erosive forces that impact terrain, such as wind, precipitation, and watershed patterns.
In 2021 TerraFirma enlisted the help of the students in the graphic design studio to propose a revamped brand identity that better communicates the company’s vision and mission. My team looked at this as a visual and UX design challenge.
Getting Started…
CONTEXT
The proposal we came up with was two-fold, going into UX and branding for a comprehensive visual identity that was dynamic and clear. While TerraFirma Software was created by individuals with design backgrounds, they didn’t have the expertise in visual design to implement a reflexive branding system that could be adaptable in ways they wanted to grow the startup.
ROLE
This was a group project I worked on with five other fellow graphic design students. I mainly worked on the visual identity of the branding proposal with some crossover in the UX team.
METHODS
Interviews, business analysis, user journey mapping, wireframing, prototyping
Want to skip the details?
APPROACH
We had a series of interviews to identify what TerraFirma was struggling with, why they needed to rebrand an already sophisticated image. We compared the positionality of this business with similar practices in tech startups.
The Final Product…
THE CO-CREATIVE PROCESS
During our journey redesigning TerraFirma Software's logo and visual identity, our team made significant progress, driven by collaboration and creativity. We began by conducting in-depth research, analyzing the company's values, target audience, and market positioning. Through brainstorming sessions, we generated multiple design concepts, each team member contributing their unique perspectives. Regular feedback loops and open discussions were instrumental in refining and narrowing down the options. We involved key stakeholders and incorporated their insights to ensure alignment with the company's vision. This iterative approach allowed us to fine-tune the logo and visual elements iteratively, resulting in a final design that captured TerraFirma's essence—a blend of innovation and reliability, appealing to both existing and prospective customers.
Our collaborative efforts not only produced a compelling visual identity but also strengthened team bonds and fostered a shared sense of achievement as we delivered a brand identity that represents TerraFirma Software's core values and future aspirations.
TerraFirma
“It’s about your environment. Know it. Plan it. Protect it.”
Reflection
How did your client respond?
The folks at TerraFirma were what made this project SUCH a joy for me and the rest of my team. They had an infectious enthusiasm for our redesign ideas, and encouraged us to take as many creative liberties as we wanted with their identity. This kind of freedom was intimidating at first but so rewarding when their excitement became palpable.
What's next?
TerraFirma is a startup company and presenting in conferences around the world both digitally and in person. They even use our identity in their campaigns and advertisements- we love to see it.
What did you learn?
Identity is always somewhat abstract and subjective. What it comes down to is a bevy of opinions and beliefs that might conflict, compliment, or surprise each other. Clearly communicating your vision, in these instances, is as important a skill as creating it.
What would you have done differently?
I wish I had bopped around more fluidly in my team. Though it is difficult when the necessary division of labor happens, it’s so important in co-creative situations that work is not siloed. The scope of the project was mostly branding focused from the on-set, but my team envisioned a clear need for UX design as well that I wish I could have been more actively involved in.